In this project, we hope to gain insight into customer segments and patterns by analyzing market data on buying behaviors. This will help us enhance and refocus our marketing efforts by being able to identify the needs of each segment, reach them most effectively, and address any pain points they face. Students will research customer’s behavior through sales trends of various companies, analyze the data, create predictive models, and provide recommendations for how to move forward.

This will involve several different steps for the students, including:

• Analyzing market data to define different segments based on customer needs.
• Choosing appropriate metrics to examine the data, and analyzing it using data analysis software to identify trends and correlations.
• Creating predictive models for various outcomes the market may face.

By the end of the project, students should complete the following list of activities (this is basically a retelling of the steps above):

• Define our various potential customer segments based on customer needs.
• Analyze market data of our segment using appropriate metrics.
• Create predictive models for various outcomes the market may face.
• Create a report with all research, analysis, and models used, and provide recommendations for next steps we should take to best reach each segment.

Final deliverables should include

• A final report including all research, analysis, models, and recommendations.
• A 30-minute presentation to be presented to the project manager.